Upmarket grocer Waitrose has called time on its advertising tie-up with
doyenne of the kitchen Delia Smith, but will continue to work with chef
Heston Blumenthal.

Waitrose signed a three-year deal with two of Britain's best-known cooks in 2010, marking the supermarket's first foray into working with celebrities.

Both Ms Smith and Mr Blumenthal appeared in adverts and promoted recipes, as well as lending their name to dishes sold by Waitrose and Ms Smith showcased 'hero' products each month at the supermarket.

But, Waitrose announced on Tuesday that it is "bidding a fond farewell" to Ms Smith. The retailer said she has other major projects and commitments coming up this year and so, by mutual agreement, her contract will finish next month.

Rupert Thomas, Waitrose marketing director, said: "It has been such a fantastic experience working together and we have been really appreciative of the work Delia has done with Waitrose. We remain on very good terms and will be continuing to work closely with her until the end of February."

Mr Blumenthal will continue to work with Waitrose and his contract has been renewed from February.